Customer Journey Case Study
Hi, at Magnify Marketing we think it’s good to share.
We have years of experience in the hospitality and leisure industry and have overcome many pitfalls along the way.
As industry experts we want to share our learning with you.
We hope you find this and our other case studies of interest and welcome your feedback.
Thanks for reading
Paul Paul Filler Managing Director
Magnify Marketing
Magnify Marketing Ltd 23 Kimberley Court Tel 0207 625 7328 Kimberley Road Email [email protected] London Web www.magnifymarketing.co.uk NW6 7SL FB www.facebook.com/MagnifyMarketing
External Insert photo
The Princess Victoria is a traditional English pub
located just off Kensington High St. Following a
history of change the new owners transformed it
making it far more comfortable and aspirational.
Whilst the décor and atmosphere were
transformed, the venue lacked the ability to
drive footfall, which is where Magnify came to have a look.
Magnify concluded that there was a lack of
consistent branding and no ‘prompt’ to drive
customers in or guide them through their
experience once inside.
With a simple step by step approach, Magnify
put some communication in place to help the
Princess Victoria optimise its potential.
What we did…externally
Using a consistent creative look and focused
messaging customers were drawn in.
An improved menu box, wall mounted signage
and free standing A-Boards with changeable
messages for lunch or dinner and the exterior
was transformed.
In order to increase spend per head as well as
promote the quality ingredients used in the
dishes we re-designed the menu to bring the
dishes to life more.
Magnify have a vast experience in bar
merchandising for maximum sales so we re-
merchandised the back bar at the Princess
Victoria to better display the range on offer, promote higher profit products and engage
customers in the purchase decision.
The upstairs venue of the bar is a great social
space but the access to it is quite small so
Magnify recommended a mix of
communications in the downstairs, busier bar to
highlight the treasures which lie above.
The venue already had screens in-situ but these
weren’t being used to their best advantage so anew communication strategy was devised
suited entirely to that vehicle while not
compromising the premium environment.
What we did…internally
Spreading the news
In order to promote the changes and to attract new customers to the venue Magnify drew up a
geographic reach based on walking distance
from Princess Victoria.
They identified an audience within that area of
local hotels, bed & breakfasts and hostels,
without their own dining facilities, and targeted
them and their guests with an offer to dine.
A tailored offer mailer was produced and
distributed personally to the target businesses.
This not only attracted a new tranche of custom
but also began new relationships with local
businesses who would recommend the Princess
Victoria to their guests.
To further promote this new ‘endorsement’
approach, Magnify also developed an
incentive programme for the hotels in return for
their recommendation.
The approach with Princess Victoria was a series
of small initiatives which, working together,
served to attract new custom, raise customer
awareness and have a positive impact on sales.
Magnify Marketing are a customer
communications company specialising
in the leisure and hospitality industry.
Working with large national chains as
well as leading independents, we offer
a consultative service that will deliver
great results for you.
This case study has been produced for marketing
personnel within the hospitality industry. To find other case
studies by Magnify Marketing, visit
www.magnifymarketing.co.uk
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